退出型市场背景下企业怀旧营销策略研究

Study on the Nostalgia Marketing Strategy of Enterprises in the Context of Exit-type Market

怀旧营销是企业根据消费者的怀旧心理采取的一种针对性的促销策略。在企业经营过程中,企业出于某种战略视野,主动会有组织有计划地撤出某些产品、行业和市场。本文通过退出型市场概念及特征的分析,提出了退出型市场背景下企业开展怀旧营销的相关策略建议。

Nostalgia marketing is a promoting strategy taken by enterprises targeted at customers＇ nostalgia. In the process of management, out of certain strategic vision enterprises may take the initiative to withdraw some products, industry and market in an organized and planned way. Through the analysis of the concept and characteristic of exit- type market, the corresponding strategic suggestions for enterprises＇ nostalgia marketing are put forward in the context of exit - type market.